Deck 11: Attitude and Attitude Change

Question 1

The behavioural component of an attitude is manifested by:

A) statements of feelings.
B) statements of beliefs.
C) actions or statements of behavioural intentions.
D) the impact of the attitude on other attitudes.

Answer 1

C

Question 2

Each individual may evaluate the same belief differently because all of us have:

A) unique motivations and personalities.
B) different past experiences.
C) different reference groups.
D) All of the given answers are correct.

Answer 2

D

Question 3

The most common way of directly influencing the affective attitude component is:

A) through classical conditioning.
B) through operant conditioning.
C) through premiums.
D) by adding new beliefs.

Answer 3

A

Question 4

Multi-attribute attitude models are based on the premise that:

A) overall attitude is learned rather than innate.
B) behaviour is a function of all the attitudes present in a situation.
C) attitudes change over time.
D) None of the given answers are correct.

Question 5

Cognitive dissonance occurs when the principle of cognitive consistency is not satisfied.

Question 6

Attitudes have cognitive, affective and perceptual components.

Question 7

The more consistency exists among the components of an attitude, the more favourable the overall attitude is.

Question 8

Changing the behavioural component of an attitude prior to changing affect or cognition is based primarily on:

A) classical conditioning.
B) operant conditioning.
C) mere exposure.
D) perceptual defence.

Question 9

Marketing strategy is often based on the fact that the components of attitudes tend to be unbalanced.

Question 10

A favourable attitude requires a need or motive before it can be translated into action.

Question 11

The behavioural component of an attitude provides:

A) connections between our attitude and purchase behaviour.
B) beliefs about specific attributes or an overall object.
C) intentions to purchase a product.
D) cognitive emotionalism associated with a particular purchase.

Question 12

Attitude is an enduring organisation of motivational, emotional, perceptual and cognitive processes with respect to some aspect of an individual's environment.

Question 13

Multi-attribute attitude models are based on the premise that overall attitude is dependent upon the beliefs and evaluations of the specific attributes of the object.

Question 14

Attitude change strategies can initially focus on the:

A) cognitive component.
B) affective component.
C) behavioural component.
D) cognitive component, affective component or behavioural component.

Question 15

In general, the components of an attitude tend to be unbalanced.

Question 16

The behavioural component of an attitude reflects a consumer's response tendency to a stimulus.

Question 17

The cognitive component of an attitude is manifested by:

A) statements of feelings.
B) statements of beliefs.
C) actions or statements of behavioural intentions.
D) the impact of the attitude on other attitudes.

Question 18

An attitude object is anything about which an individual can have an attitude, such as physical objects, issues, behaviours, other people, experiences, events, and so on.

Question 19

The cognitive component of an attitude deals with:

A) connections between our attitude and purchase behaviour.
B) beliefs about specific attributes or an overall object.
C) intentions to purchase a product.
D) cognitive emotionalism associated with a particular purchase.

Question 20

Which of the following is not considered a component of an attitude?

A) cognitive component
B) affective component
C) perceptual component
D) behavioural component

Question 21

For fear appeals to be effective:

A) the level of fear must be very low.
B) the level of fear must be extremely high.
C) a highly credible source should be used.
D) fear appeals are almost never effective.

Question 22

Which of the following is not a basic strategy for altering the cognitive structure of a consumer's attitude?

A) Change the belief(s) about the attributes of the brand.
B) Change the underlying motivation.
C) Add beliefs.
D) Change the belief(s) about the attributes of the ideal brand.

Question 23

Benefit segmentation is different to lifestyle segmentation because it involves grouping consumers in segments on the basis of:

A) similar affective ratings.
B) similar perceptions/beliefs of performance on specific attributes.
C) similar behavioural components.
D) none of the given answers.

Question 24

Low credibility sources have a(n) ___________________ impact on attitude change.

A) immediate
B) delayed
C) negative
D) delayed and negative

Question 25

The larger the attitude score (using the ideal point multi-attribute attitude models presented in the text), the ____________ the attitude.

A) more favourable
B) more neutral
C) less favourable
D) more crystallised

Question 26

Which of the following is not important when using humour to try to affect attitudes?

A) Identify the brand name early in the message.
B) Avoid subtle humour.
C) Make the humour relevant to the brand or key idea.
D) Do not make fun of potential users.

Question 27

Based on the ideal point multi-attribute attitude model presented in the text, a consumer should be very satisfied with a particular brand when his/her attitude score for that brand is:

A) 100
B) less than 1
C) more than 1
D) This judgment cannot be made.

Question 28

Under some conditions, the discounting of the message caused by a non-credible source dissipates over time and the message produces attitude changes similar to one delivered by a credible source. This is known as:

A) delayed attitude change.
B) the source credibility effect.
C) the sleeper effect.
D) source-time interaction.

Question 29

Source credibility is a function of:

A) cognitive and affective components.
B) operant conditioning.
C) trustworthiness and expertise.
D) subject receptiveness.

Question 30

Which of the following is a basic strategy for altering the cognitive structure of a consumer's attitude?

A) Change the belief(s) about the attributes of the brand.
B) Change the relative importance of the beliefs.
C) Add new beliefs.
D) All of the given answers are basic strategies.

Question 31

Using the ideal point multi-attribute attitude models presented in the text, the lower a computed attitude score, the ____________ the attitude.

A) more favourable
B) more neutral
C) more unfavourable
D) more uncertain

Question 32

Which of the following is important for the successful use of humour to affect attitudes?

A) Do not identify the brand until the end of the message.
B) Use subtle humour.
C) Do not make fun of potential users.
D) Use subtle humour and do not make fun of potential users.

Question 33

Emotional advertisements may enhance attitude formation or attitude change by increasing:

A) ad memorability.
B) product liking.
C) the ad's ability to attract and maintain attention.
D) all of the given answers.

Question 34

To Sally art is enlightenment, while to Jane art is simply passive entertainment. These women reflect _________ segments of the art market.

A) attitude
B) beliefs
C) benefit
D) cognitive

Question 35

The affective component of an attitude:

A) requires the prior existence of the cognitive component.
B) is based on the cognitive component.
C) is independent of the cognitive component.
D) can precede the cognitive component.

Question 36

A theory that explains how attitudes are formed and changed under varying conditions of involvement is the:

A) multi-attribute model.
B) elaboration likelihood model.
C) ideal point model.
D) central and peripheral model.

Question 37

Which of the following may reduce attitude component consistency?

A) general measures of attitude that do not predict situation-specific purchases
B) inability to acquire the attitude object
C) cognitive and affective components that are weakly held
D) All of the given answers are correct.

Question 38

Based on the ideal point multi-attribute attitude model presented in the text, the consumer's attitude toward a product is reasonably favourable when the attitude source is _________________.

A) over 300
B) very large
C) less than 100
D) None of the given answers. It depends on how it compares with attitudes towards competing products or brands.

Question 39

In general, the components of an attitude:

A) operate independently.
B) tend to be consistent.
C) tend to be inconsistent.
D) tend to be counter biasing.

Question 40

Celebrity sources may enhance attitude change due to the fact that:

A) they may be viewed as more credible than non-celebrities.
B) consumers may associate known characteristics of the celebrity with attributes of the product that coincide with their own needs or desires.
C) celebrities may attract more attention to the advertisement than non-celebrities would.
D) All of the given answers are correct.

Question 41

Fear appeals and humour appeals in advertising have what in common?

A) They may be effective in increasing company sales.
B) They typically have a certain optimal level at which their use in ads is most effective.
C) Their effectiveness can be limited because tolerance levels for fear and humour differ across consumers.
D) All of the given answers are correct.

Question 42

Using a celebrity as a company spokesperson creates special risks such as:

A) Few well-known personalities are admired by everybody.
B) The celebrity's subsequent behaviour may increase the individual's credibility.
C) The spokesperson may become so popular that the cost will exceed the benefit.
D) All of the given answers are correct.

Question 43

Two-sided messages:

A) present both true and deceptive points about a product.
B) are more effective with non-educated consumers.
C) are most effective at reinforcing existing attitudes.
D) None of the given answers are correct.

Question 44

Which performance criteria must be met for optimal effectiveness of humour appeals in advertising?

Question 45

Cognitive dissonance is:

A) a term first used by Leon Festinger.
B) usually more likely to occur with high-involvement purchases.
C) the experience of inconsistency between attitude components.
D) all of the given answers.

Question 46

Honest Sumit, an Indian electronics retailer, uses soccer star Harry Kewell and music by U2 in an ad for his products. This ad targets the affective component of consumers through what theory?

A) affective learning
B) behavioural learning
C) emotional conditioning
D) classical conditioning

Question 47

Non-verbal components of ads:

A) can have significant positive influences.
B) should be carefully designed and tested.
C) can have significant negative influences.
D) All of the given answers are correct.

Question 48

The sleeper effect:

A) is a communication phenomenon.
B) is typically more prevalent for low-involvement purchases.
C) changes consumer attitudes such that non-credible sources produce attitude change similar to credible sources over time.
D) is a communication phenomenon, is typically more prevalent for low-involvement purchases and changes consumer attitudes such that non-credible sources produce attitude change similar to credible sources over time.

Question 49

Comparative advertising:

A) tends to be considered as more interesting by consumers than non-comparative advertising.
B) promotes competition among companies.
C) sometimes leads to negative impressions.
D) All of the given answers are correct.

Question 50

To use ideal attribute levels in product development:

A) one of the steps is to assess a segment's ideal level of performance for key attributes.
B) one of the steps is to create a product concept.
C) one of the steps is to create an actual product based on a product concept.
D) All of the given answers are correct.

Question 51

Describe the multi-attribute attitude model (the version that is weighted based on attribute importance) and provide a numeric example.

Question 52

The three attitude components discussed in the text are:

A) cognitive, affective and behavioural.
B) cognitive, effective and behavioural.
C) cognitive, affective and influential.
D) cognitive, affective and emotional.

Question 53

Utilitarian appeals:

A) create an image of the product user.
B) are more effective for value-expressive products.
C) inform consumers of important benefits.
D) None of the given answers are correct.

Question 54

Define comparative advertising and provide three guidelines that marketers should use when using comparative ads.